About – Ancitrine Wealth Planners

About Us

The Story Behind the Name

When creating Ancitrine Wealth Planning, I wanted a name that stood apart—something distinctive, meaningful, and reflective of the values we bring to our clients. It had to be truly unique, memorable, and versatile—one that wouldn’t be mistaken for another firm and allowed us to secure a distinct web presence.

I’ve always admired the stone citrine, known as the stone of wealth and prosperity. Its warm, golden hue and symbolism of abundance resonate deeply with the work we do, helping clients build secure, prosperous futures. However, I discovered that several firms already carried its name.

At the same time, the image of an anchor kept coming to mind. To me, a financial plan serves as an anchor, holding you steady and secure no matter how turbulent life or the markets become. Without a plan—or an anchor—it’s easy to feel adrift, swept away by uncertainty.

By blending these two powerful symbols—anchor and citrine—I arrived at Ancitrine, a name that perfectly encapsulates our mission: to anchor our clients in stability while guiding them toward prosperity. – JoAnne, CEO and Lead Financial Planner

Meet the team

JoAnne Martin, CFP

CEO and Lead Financial Planner

As the CEO and lead financial planner of Ancitrine Wealth Planning, JoAnne (you can call her Jo) has been helping clients navigate their financial journeys since 2016. A Certified Financial Planner® with an unwavering commitment to continuous learning, she is currently pursuing her CLU designation to deepen her expertise.

JoAnne is passionate about delivering holistic financial plans that go beyond investments, addressing cash flow, taxes, estate planning, and risk management. Her mission is to ensure that every aspect of her clients’ wealth is thoughtfully considered, empowering them to achieve stability and prosperity.

With firsthand experience as a dual self-employed household since 2015, JoAnne understands the unique challenges and opportunities of building your own future. Her approachable and enthusiastic style makes even the most complex financial topics, like corporate or estate planning, simple and accessible.

JoAnne and her husband live with their five children on a hobby farm in rural Ottawa. When she’s not guiding clients toward financial success, she can be found tackling farm projects with her family or unwinding by the campfire. JoAnne believes life’s best moments are found in the balance between hard work, adventure, and meaningful connections

Dawn Baines

Office Manager

Dawn brings over 25 years of client service and office administration experience to her role as office manager at Ancitrine Wealth Planning. With a meticulous attention to detail and exceptional organizational skills, she ensures that our operations run smoothly and that our clients receive a seamless and professional experience.

Having worked closely with JoAnne in various capacities since 2015, Dawn has developed a unique ability to navigate what the team lovingly calls “Jo-isms,” helping to keep JoAnne focused and on track. Her ability to juggle multiple projects while maintaining high standards of service and communication is a cornerstone of our firm’s success.

Dawn’s longstanding interest in finance, coupled with her background in administrative accounting, adds another layer of expertise to our team. She has recently achieved her LLQP designation to further enhance the level of service and support we provide to our clients.
Outside of work, Dawn enjoys finding balance in the everyday chaos and prides herself on creating an environment where both the team and our clients thrive.

Phil Rayson, CFP

Investment Associate

With over two decades of experience in the financial services industry, Phil brings a wealth of knowledge to his role as an investment associate at Ancitrine Wealth Planning. He began his career as a financial advisor at Canada Life in 2004, where he earned his Certified Financial Planning (CFP) designation while building a successful book of insurance and investment business.

Phil’s career path has taken him through various leadership roles, including Advisor Training Manager and Sales Consultant – Wealth, where he honed his expertise in supporting financial advisors in implementing investment solutions. Most recently, Phil served as a Financial Planning Consultant, helping advisors develop advanced financial plans and providing software support. After 20 years of dedicated service at Canada Life, Phil retired in June 2024 to pursue his passion for working closely with client to achieve their financial goals.

At Ancitrine, Phil works alongside the team to create personalized, goals-based financial plans for clients, helping them build a secure financial future. Phil’s commitment to providing thoughtful, tailored advice aligns with Ancitrine’s focus on building stable financial foundations and fostering prosperity for our clients.

My financial advisor, JoAnn Martin is personable, customer service oriented, and timely in her responses to any inquiries I have. She is always in contact for my semi-annual review. I would recommend JoAnn to anyone looking for a professional financial advisor.

Our financial advisor Joanne has been so helpful guiding us. Their personalized approach, attentiveness, and dedication have given us confidence in our financial future, and we are grateful for their invaluable guidance in achieving our goals.

[JoAnne] really did take the time get to know us and understood what was important to us when it comes to our investments. She instilled the confidence we needed to feel that we mattered and that we could enjoy our retirement knowing that our money was well invested. 6 years later, we’re still with JoAnne and our money has continued to grow. We know that we made the right choice in having her as our investment advisor.

Since setting up my consulting business, I have been so busy that I did not take the time to adequately understand my corporation and its tax benefits, etc. Jo was referred to me by a friend last year and has since helped me make significant improvements to both my personal and corporate finances. She responds quickly whenever I have a question, checks in regularly and takes the time to understand my objectives and risk tolerance from a holistic viewpoint, including estate planning.

What I appreciated most about working with Joanne was how she made such an overwhelming topic – investing – feel approachable. She helped me narrow down options that aligned with my comfort level and risk tolerance, which made decision-making so much easier. Her professionalism combined with her down-to-earth approach gave me the confidence to move forward on things I’d been hesitant about for years. In hindsight, I wish I had spoken with Joanne sooner, but I’m thrilled to finally be on the right path with her guidance.

My husband and I loved our experience with JoAnne, she is not only personal but so good at what she does. All the people on her team are so welcoming and you can tell they all really enjoy what they do. and morale is high. I highly suggest working with JoAnne for all your $$ needs to ensure the future you are looking for and a plan on how to make it happen.